Beeline: TV attribution model based on Beeline big data

Artem Lopukhin, Alexander Komissarov, Marina Bormot

Telecommunications brand Beeline used a TV analytics approach based on Big Data to build awareness and promote its tariffs and services in Russia.

Campaign details

Brand: BeelineBrand owner: VEONAgencies: ADV Lab, Havas MediaCountry: Russian FederationIndustries: Telephone & internet servicesMedia channels: Mobile & apps, Outdoor, out-of-home, TelevisionBudget: 1 - 3 million

Executive summary

This case is dedicated to a breakthrough TV analytics approach based on big data that allowed us to link TV viewership with sales. It demonstrates how data can be used to measure TV media influence on business results, and how to increase ROI.

We'll describe a comprehensive approach to measuring the effectiveness and subsequent optimisation of TV campaign...

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